Campaign details
Brand: YouTube GoBrand owner: GoogleLead agency: MullenLowe IndonesiaContributing agencies: RedComm Indonesia, PHD Media WorldwideCountry: IndonesiaIndustries: Websites, online services, appsMedia channels: Mobile & apps, Online video, Programmatic display, Social media, TelevisionBudget: 500k - 1 million
Executive summary
Out of the 112 million people living in rural Indonesia, less than 10% access YouTube content daily. This is due to the high cost of data in Indonesia and YouTube being perceived as a ‘data-eater’.
Google created the YouTube Go app: a product extension under the YouTube...